Admission Cardiotocography Essay

Admission cardiotocogram refers to the recording of the fetal heart after women admits into the labour ward. The significance of this recording lies in the fact that it can detect any early deficiency and malfunctioning that can be intervened for further treatment. During normal labour uterine contractions put some stress on placental circulation. This produces specific normal rhythms. However, any abnormality in this rhythm can be indicative of malfunction. Early detection of any potential threat may allow intervention and treatment at appropriate step. If admission cardiotocogram appears to be normal it gives hope for having a normal delivery. However, admission cardiotocography may not be necessary in cases where there is no evidence of any complications during pregnancies. â€Å"Admission cardiotocography is widely used to identify pregnancies that might benefit from continuous electronic fetal monitoring in labour.†(Impey et al, 2003) Impey et al (2003) reported that 20 min of cardiotocography does not have any beneficial impact on neonatal outcomes. â€Å"Routine use of cardiotocography for 20 min on admission to the delivery ward does not improve neonatal outcome. No significant increase in operative delivery was apparent, probably because of liberal use of fetal blood sampling.† (Impey et al, 2003) Evidence available tomorrow Current midwifery practice References Impey  L; Reynolds  M; MacQuillan  K; Gates  S; Murphy  J; Sheil  O (2003) Admission cardiotocography: a randomised controlled trial. Oxford Feto-Maternal Medicine Unit, Women’s Centre, John Radcliffe Hospital, Headington, Oxford, UK.

Reformation of the 16th Century

The Protestant Reformation ignited a religious reform movement that separated the western Christian church into Catholic and Protestant groups. Martin Luther embarked on a Journey to start the religious reform movement; there were other developments before him that set a foundation for a religious alteration in the sixteenth century.The Protestant Reformation allowed for Protestantism to flourish throughout Europe, united the Roman Catholic Church with Christian denominations, enabled people to develop independent thinking and creative, fostered etermination in people to attain religious and political freedom, and allowed for Christianity to evolve permanently throughout history. Johannes Gutenberg of Mainz helped produce the development of printing from a moving type. In Europe there were thousands of printers that published religious books like the Bible, sermons, Latin and Greek classics, legal handbooks, and works on philosophy.This type of development manifested an â€Å"immedi ate impact on European intellectual life and thought† (Duiker 429). This kind of invention fostered creative thinking and determination in people to study scholarly resources. Printing allowed the European civilization to disperse new religious ideals. This communication throughout Europe played a major role in enabling people to acquire newfound knowledge and formulate beliefs of their own. Many historians state that Desiderius Erasmus â€Å"laid the egg that Luther hatched† (History 1). Erasmus was an influential Christian humanist.Christian humanism or northern Renaissance humanism combined the ideas of the classical Italian Renaissance with the ideas of early Christianity. According to Christian humanism, a society must alter the human beings that compose it. They strongly believed that people are smart enough to formulate their own ideals and beliefs. They did no have to solely depend on an irrational religion for happiness and salvation. Erasmus was most influenti al in teaching that religion should be a philosophy for a direction of life, not a source of arbitrary practices and rituals, which is what medieval religion emphasized.Erasmus also placed an emphasis on teaching the philosophy of Jesus Christ. Erasmus did not approve of the abuse of power of inside the church. The opposition towards a dogmatic religion encouraged the Christian and northern Renaissance humanists to stand against the orruption of the Catholic Church; they gave mankind hope and encouragement to believe in themselves, and to fight for freedom of religion. Another factor that influenced people to start a reform was the corruption of the Catholic Church. The all-powerful Roman Catholic Church labeled any non-believer as a heretic; punishment included being burned at stake.The Catholic Church's power was assembled over centuries, and depended on the lack of religious education and unawareness of people. People's primary motivation of believing in the Catholic Church came from the belief of salvation to heaven though the Catholic Church. Any other belief was disregarded. The realization that many popes were not committing to the needs of the church and people outraged many people in Europe. Many popes' interests were not focused on the spiritual uprising of religion, but worldly interests like power and wealth The process ot salvation was becoming a traud.This ignited hate and bitterness towards the Catholic Church and stimulated the idea for change and reform. The Catholic Church strongly emphasized that good works and strong faith were the gateway for personal salvation. Martin Luther had a strong opposition o that idea, even as a monk and professor at the University of Wittenberg. Through personal study and dedication to religion he discovered that no weak and powerless human being could do enough good works to achieve salvation. He believed that through a powerful faith and the sacrifice of Jesus Christ, that alone was enough for people to achiev e salvation. Justification by Faith† (PBS 1) became the primary belief of the Protestant Reformation. Luther's repulsion of Catholic Church teachings enabled him to create the Ninety-Five Theses, which opposed the sale of indulgences and revolted against clerical abuses. According to many historians this was the beginning of the Protestant Reformation. The Ninety-Five Theses were quickly created and disseminated throughout Germany. Luther encouraged German royalty to overthrow the idea of salvation though the Catholic Church.His idea of salvation through faith alone was widespread and becoming acceptable to many people. The Roman Catholic Church was outraged and did not accept his view of salvation. The Catholic Church believed that he was to be excommunicated from the church in 1512. When Luther was summoned to appear to the Holy Roman Empire and to â€Å"recant the heresies† (Duiker 431). He responded by rebuffing and making a statement that â€Å"became the battle c ry of the Reformation† (Duiker 431). This angered the members of Reichstag, who ordered Luther to be detained.Luckily for him, Fredrick of Saxony protected him. A revolution was manifested upon Luther's religious ideals; this revolution changed the European Civilization forever. Luther's popularity fostered from hatred and dissatisfaction with the greed of wealth power, corruption and dogmatic ideals of the Roman Catholic Church. The marriage between Luther and Katherina von Bora demolished the idea of clerical celibacy; his marriage ighlighted the life of a Protestant minister with a family. German rulers strongly supported Luther; they quickly acquired control and supervision of the German churches.Luther emphasized that the churches focus on the preaching the Word of God and Bible study. In Luther's eyes in was necessary to abolish Catholic Mass and gravitate towards new religious services. All of these changes highlight the metamorphosis that Christianity was experiencing. People who believed and promoted these new ideals were complacent with a new religious experience. In 1 519, Charles V ruled a vast empire, composed of Austrian lands, part of Italy, Spain, nd other territories. Though election he was granted the Holy Roman Empire title.His idea was to â€Å"preserve the unity of his empire in the Catholic faith†(Duiker 432). By this time, Germany detached it self from the idea of imperial ruling; this disintegrated any loyalty to the Holy Roman Empire. In 1546, Lutheranism was the prominent belief and practice throughout Germany. Charles Vs effort to bring combat and war to disintegrate Lutheranism was a failure. This failure encouraged Charles V to create the Peace of Augsburg, which granted freedom to German states to choose between Catholicism and Lutheranism.The expeditious spread of Lutheranism and Protestant beliefs reassured that Christian unity was no longer a possibility. Switzerland had a prominent role in the Protestant Reformati on. The revolution sparked upon Ulrich Zwingli. Zwingli ignited religious changes in member states of the federal states of Switzerland and the city of Zurich. Evangelical reforms took over these areas. For example, Mass was replaced by services that promoted biblical study and prayer, relics were destroyed, and pope's authority was no longer accepted.His primary source of support came from the people of Zurich and the agistrate, known as Mark Reust. Zwingli created an alliance with the German rulers, and Martin Luther. In 1513, rage and dissatisfaction festered between Catholic states and the Swiss Protestants. This created a war that led to Zwingli's death, his responsibility and loyalty to manifest change in Switzerland was handed down to John Calvin. John Calvin was a practical theologian who organized the Protestant reform. His conversion to Protestantism led him to escape his native France to Switzerland.His beliefs coincided very closely with Luther's beliefs. A unique belief that he promoted was the idea of predestination. Predestination was a belief that â€Å"God predestined some people to be saved, and the others to be damned, both who He would admit to salvation, and whom He would condemn to destruction† (PBS 1). Calvin also emphasized absolute sovereignty of God; he called it the â€Å"power, grace, and glory of God†(PBS 1). His reputation and credibility arose from his publication of the Institutes of the Christian Religion, an integration of Protestant beliefs and stands.In 1536, he expanded his revolutionary Protestant reform to the city of Geneva. Calvin created The Consistory, a governing body that attested to moral virtue nd discipline, and enabled a systematic way of including clergy and laymen in church service. The success that was fostered upon Geneva, allowed for missionaries to travel throughout Europe and infiltrate all of Europe with Protestantism. The city of Geneva stood as a Protestant citadel that gave success to th e religious reform. The Anabaptists were radical promoters of the Protestant faith, who also played a pivotal role in the reformation.Their concern was to return to practice and religion of early Christianity, they emphasized equality in all believers. Separation of Church and State was something they strongly advocated. They did not see any benefit of the government dictating the Jurisdiction of religion. The Anabaptists opposed the idea of baptism in infants. Magisterial Protestants and Roman Catholics grew hostility and hatred towards the Anabaptists because of that belief. That is why they were heavily persecuted in the sixteenth century. The English Reformation played a pivotal part in the Protestant reformation.King Henry the VII was seen as selfish glutton. Surprisingly his strong desire to divorce Catherine of Aragon, his first wife made the English Reformation a more political than religious cause. The pope refused to grant Henry VII's request to divorce Catherine of Aragon for Anne Boleyn. His attention then focused on the archbishop of Canterbury, head of the highest court in England. The archbishop condoned a divorce and annulled King Henry VII's first marriage. Soon after Anne became queen she had a child, whom was a girl.This infuriated King Henry VII because he did not have a son to inherit his throne. This anger encouraged Henry VII to promote separation of the Church of England with Rome. This was known as the Act of Supremacy in 1534, it declared that the King was in complete control of the doctrine and Church of England. During Henry VII's reign, Archbishop Cranmer attempted to reform the administrative and religious ruling. Shortly after this, Henry VII died and left his ruling to his underage son. Cranmer took advantage of this situation by directing the Church ot England in a Protestant direction.T manifested new Protestant services and ideals in the Church of England. Mary a Catholic succeeded Edward VI. Her nickname â€Å"Bloody Mary' was no understatement. Her primary concern was for the Church of England to return to Catholicism; she murdered more than 300 heretics who opposed Catholicism. Ironically, her actions ed for England to become more Protestant than ever before. By the mid-sixteenth century, the Roman Catholic Church no longer dominated Europe. Protestantism was infiltrating all of Europe and becoming more dominating and accepted.Due to this nature, the Catholic Church underwent a reformation of its own known as the Catholic Reformation. The Catholic is divided in to three parts known as the Jesuits, a reformed papacy, and the Council of Trent. Ignatius of Loyola, Spanish noblemen, founded the Society of Jesus. This society accepted the directing of the pope and promoted the principals of obedience to the papacy, and hierarchical ruling of ociety and civilization. They fostered missionaries to explore Asian countries to convert people to Catholicism The reformed papacy was another aspect of the Catholi c Reformation.Pope Paul Ill took the initiative to create a reform to team to hold Catholic Church's accountable and enforce discipline. Through this he was able to create the Council of Trent and gave recognition to the Society of Jesus. In 1545, church officials gathered in the city of Trent started the Council of Trent. This Council of Trent met continuously though three different sessions in the sixteenth century. Their ideas coalesced and they came to the conclusion that the â€Å"selling of indulgences was prohibited, both faith and good works were required for salvation, and only the church could interpret scripture† (Duiker 438).This manifested one doctrine and religion under the Roman Catholic Church. The Protestant Reformation had significant impacts in the foundation of our world nations. This impact allowed for the re-establishment of political and religious views throughout the European civilization, challenged the authority of the Catholic popes, and led to mode rn concepts of democracy. This reformation is key to understanding how religion has laced an importance in the foundation and building of every nation in our world.The fight for equality and freedom will always be an obstacle throughout history; understanding the struggle, rebellion, and motivation to fght that many people faced in reformation, allows for our world to become educated and motivated to strive towards a better world.

The Management Of A Classroom Education Essay

In the 19th century schoolroom direction was the cardinal factor which qualified a instructor as a professional. Classroom direction was in fact seen as dwelling chiefly of ; maintaining control and subject of a category of pupils and so learning them something. For this ground, maintaining order and instruction were considered as two separate countries, where subject preceded the instruction. With clip these two countries have merged good into each other that one can non take topographic point if the other one is absent. Even the significance of schoolroom direction itself continued to develop and germinate since now we all know that it is non merely about maintaining subject and order in a category, but there are much more things connected to it. Different researches have showed that schoolroom direction affects a batch the pupils ‘ larning since how good the instructor manages the schoolroom determines a batch how good the pupils learn. Indeed we must add that it is the inst ructor him/herself who makes the difference in the pupils ‘ acquisition. â€Å" I ‘ve come to the awful decision that I am the decisive component in the schoolroom. It ‘s my day-to-day temper that makes the conditions. As a instructor, I possess a enormous power to do a kid ‘s life miserable or joyous. I can be a tool of anguish or an instrument of inspiration. I can mortify or humour, ache or mend. In all state of affairss, it is my response that decides whether a crisis will be escalated or de-escalated and a kid humanized or de-humanized. † ( Dr.Haim Ginott ) We need to travel off from the traditional manner of looking at schoolroom direction. Classroom direction is non about holding a set of regulations which pupils have to follow and penalizing those that do n't conform. Classroom direction is all about the schemes the instructor adopts in the schoolroom and the affect they have on the pupils themselves. It besides involves set uping appropriate processs and modus operandis which the instructor and the pupils would hold agreed and formulated together at the beginning of the scholastic twelvemonth and so work hard in implementing and incorporating them in their day-to-day activities. These are of import since kids feel secure with a everyday particularly when covering with something new and different. As Harry and Rosemary Wong provinces, â€Å" The uneffective instructor begins the first twenty-four hours of school trying to learn a topic and spends the remainder of the twelvemonth running after pupils. The effectual instructor spends most of the first hebdomad learning the pupils how to follow schoolroom processs. † This is so since as Thody et Al. ( 2000 ) points out, processs are in fact cardinal to the schoolroom since â€Å" the deficiency of them would take the pupils to get unwanted work wonts and behaviours that would be hard to rectify † . The direction of a schoolroom includes the creative activity of an appropriate working environment which matches the activities and undertakings the pupils would be working on so that they are able to maintain focussed, motivated to larn new things and non losing concentration. The ambiance of the schoolroom must be relaxed and work-oriented while supplying a positive clime which makes the schoolroom a pleasant acquisition topographic point since this affects a batch how much the kids keep focused on undertakings and involved in activities. Therefore, positive instructions contribute a batch in the creative activity of a positive clime, for illustration in stating what we should make and non what we should n't, such as, ‘We listen to each other when person is talking ‘ alternatively of stating ‘We do non speak when person is talking ‘ . In such schoolroom where positive clime is preached, pupils feel more confident in affecting themselves and take parting in a ctivities. Thody et Al. ( 2000 ) came up with a model for developing positive behaviour in the schoolroom. This model involves 4 of import elements which are all inter-dependent amongst each other, these are ; the rights every bit good as the duties of the pupils and instructors, the regulations which help making a work-oriented ambiance and in the creative activity of positive relationships amongst all members of the school. Forming schoolroom infinite is besides portion of the schoolroom organisation because the usage of all the available infinite and desk agreement tells a batch about the direction of the category for illustration ; if in one peculiar schoolroom the desks are arranged in groups it clearly shows that in this category a batch of group work is enhanced. Good clip direction techniques are besides of import when running a category since as Fisher et al indicate out ; there is the thought of academic clip which is the sum of clip each pupil spends executing at a high degree of success. Therefore the instructor must be after the clip good for account and so, provided supervising, allowing the pupils work and seek out on their ain. The usage of appropriate resources is besides of import to be considered in a category, every bit good as, the choice of activities that match the single ability of each pupil because no two pupils learn in the same manner. Here the thought of differentiated schoolr oom comes in and for this to be efficient, good monitoring of all the single pupils must take topographic point so that adequate activities which suit the single pupil ‘s abilities and involvements are provided. Paul Hawken tells us a batch about the importance of schoolroom direction and the function of the instructor, in fact he came up with this interesting sentence, â€Å" Good direction is the art of doing jobs so interesting and their solutions so constructive that everyone wants to acquire to work and cover with them. † This reminds us that direction is all about how the job is framed and presented which is where the instructor comes in since it ‘s the instructor who makes all the difference. Classroom direction is all about the manner the instructor organizes what goes on in the schoolroom, for this ground the instructor must be equipped with a figure of different accomplishments in order to supply an efficient and meaningful larning experience to all the pupils. It entails good cognition of the capable affair in demoing assurance and carefully pre-establishing aims to maintain the pupils focused and non allowing them lose their concentration throughout. This besides imp lies that careful planning and readying must be done so that the instructor knows where s/he must take the pupils and work hard in assisting them obtain a peculiar aim. The instructor must besides expect what jobs could originate in order to be ever a measure before the pupils themselves and forming other activities which would come in ready to hand when jobs come up. Anticipation must even take topographic point while be aftering a lesson because it ‘s utile to cognize to which activities could necessitate more attending. In the procedure of going a professional instructor a novitiate instructor must be cognizant of the basic accomplishments and techniques needed to be enquired so that s/he would be good prepared when confronting a category of pupils. These accomplishments all sum up into three major classs ; accomplishments needed in utilizing tactics which help in the acquiring attending of the pupils such as pausing, re-starting or utilizing different melodies throughout the lessons. The other two classs involve reacting to misbehavior and in forestalling misbehavior such as usage of oculus contact, gesturing, synchronising and so on. These will assist the instructor in making a smooth productive acquisition experience for the pupils. Furthermore, schoolroom direction is besides affected by the instructor ‘s reaction to misbehavior and by the schemes employed in rectifying and forestalling misbehavior Acts of the Apostless. The instructor must be really careful in being house, carnival, and b esides consistent when covering with misbehavior because the pupils would be all the clip proving their instructor. Therefore the instructor must be really careful because otherwise s/he would stop up losing the credibleness. The instructor must besides be able to rectify misbehavior by doing the pupils realize what and where they did incorrect and why they should be punished so that the act is non repeated. The instructor must be really careful in non rediculate the pupil and so rectification should be done separately and non in forepart of the whole schoolroom. Disturbing behaviour is a slippery issue instructors have to confront which consequences in a loss of curriculum clip and even upset the acquisition environment. One major issue which a world in today ‘s schoolroom is that of unrestrained yak which is a hard challenge to manage. One ground of such misbehavior put frontward by Good & A ; Brophy 1997 is in fact the deficiency of tuned schoolroom sensitiveness where inst ructors do non see the connexion between the misbehaviour of pupils and the planning of the lesson which in bends shows the instructor ‘s deficiency of direction accomplishments. On the other manus, the choice of appropriate wagess in promoting positive behavior is besides of import and so is congratulations since it helps the pupils constructing up their ego regard and assurance. Giving appropriate feedback is besides of import because primary school kids rely a batch on the instructor ‘s feedback, therefore the instructor must be really careful since feedback may interrupt or do the kid ‘s assurance. From the work of Kounin ( 1977 ) we can see the thought of ‘withitness ‘ of the instructor, where s/he must possess the accomplishment of covering with different pupils at the same clip. A clear illustration of this is ; the instructor who must be able to rectify misbehavior in category, assisting single pupils while besides cognizing what each and every other pupil is making. This is besides seen even while composing on the whiteboard where the instructor must hold eyes at the dorsum of her/his caput in cognizing what all kids are making and surprising the pupils by rectifying misbehavior even when non even looking straight at them. A good effectual instructor must besides be cognizant of the immediateness nature of the schoolroom where at times speedy determinations must be taken in reacting to troubles, covering with different state of affairss which might originate in the schoolroom and so on. The novitiate instructor must besides be able to ask the accomplishment of ‘overlapping ‘ ( Lang, McBeath and Hebert, 1995 ) where the instructor must be able to manage different state of affairss together. This can be seen for illustration when the instructor directs a inquiry to a pupil who is non paying attending because in so making s/he will pull this kid ‘s attending while non upseting the base on balls of the lesson. Another accomplishment which the instructor needs to be familiar with is the accomplishment to pull off motion in the category. This is done by modulating the flow and velocity with which the lesson would be traveling by choosing appropriate activities which will do the pupils get and kept engaged on their undertakings. Procedures and good instructions help a batch in pull offing this motion throughout. A good effectual primary instructor must possess a figure of other accomplishments which would assist him/her in covering with the mundane schoolroom state of affairss ; particularly in presentation the pupils with clear instructions in order non to stop up reiterating over and over once more what they have to make. Thus, the pupils must cognize what the instructor is anticipating from them and so avoiding blowing clip in confusion and in inquiring what they are meant to be making. Knowing what the instructor expects helps in cut downing anxiousness and creates more assurance amongst the pupils. Teachers with the most effectual schoolroom direction accomplishments are the instructors who know what is expected of a learning state of affairs and are determined to implement it. A good instructor must besides demo finding in set uping his/her authorization in the schoolroom otherwise s/he is bound to see impairment in the pupils ‘ behaviour. Furthermore, Hargreaves ( 1982 ) , follo wed by other sociologists, say that ; non merely the instructors have outlooks but besides the pupils themselves have their ain outlooks and thoughts about what makes a good or bad instructor. This is so since every pupil wants their instructor to be rigorous and just, lovingness, friendly, patient, apprehension, supplying interesting lessons and explains capable affair good. It is merely through difficult work and dedication showed from their instructor, that pupils themselves will recognize how much their instructor attentions about their acquisition and that s/he believes in them and wants them to accomplish. This will assist in developing common regard in the schoolroom which is cardinal in a good managed schoolroom where instructor respects the pupils and the pupils respect non merely their instructor but besides their equals. â€Å" Teaching is good when a category becomes a community of honest nurturing and common duty. † The instructor must transfuse in the pupils the thought of teamwork and in working together in groups. This is of import since kids must larn to portion ends and collaborate together while geting those societal accomplishments which will assist them a batch in their mundane lives. However, in early childhood the thought of group work may be a small abstract and so it is the instructor who has to be able to learn the pupils what working in groups entails. A instructor should present good leading accomplishments in order to steer the pupils to larn in a adept and experient manner. This normally requires a steadfast presence and a strong sense of intent every bit good as forbearance and good wit. The Ivey concern diary Tells us that, â€Å" alternatively of looking for Jesuss, we should be looking for leaders who can travel us to confront the jobs for which there are no simple painless solutions- the challenges that require us to larn new things † . Teachers should therefore steer the pupils in researching new things and assist them in coming with the right solutions themselves because pupils learn much more from first-hand experience in order to fulfill and feed their wonders. In the procedure the instructor must besides affect and expose the pupils to assortment of activities and instill in them the love of larning new things since â€Å" A director who leads Easts people, non to the old processs and function relationships, bu t to the worlds that must drive the development of new function relationships and processs † ( Ivey concern diary, 2003 ) . Furthermore, as it was written in 2010 by Gigs Gasper in the Philippines, â€Å" A good follower is ever a good leader but great leaders did non follow, they created good leaders. † Therefore, great instructors non merely take the pupils but work hard in the creative activity of other leaders. From different researches done in the educational psychological science, in peculiar that of Davis ( 1983 ) it was found that the instructor ‘s attack to the direction of the category is really much related to the instructor ‘s position of instruction and hence different instructors would respond otherwise to the same schoolroom state of affairss. For this ground different research workers have attempted to happen solutions and attacks to different schoolroom direction issues. These attacks have been grouped into three chief classs. One of which is ; the humanistic attack where shared job work outing between instructor and pupils must take topographic point. The 2nd is more of a behavioural attack where behavioural alterations are to be applied in the schoolroom. While, the 3rd attack trades more with the direction and organisation of the schoolroom. The latter attack being the most recent is largely applicable to today ‘s schoolroom state of affairss. However, one must maintain in head that no 1 attack is the best since no 1 of them fits absolutely to every job which might originate, but one attack complements the other. For this ground it is really of import that the novitiate teacher maintain up to day of the month with these different attacks so that when the demand arises s/he can do the necessary amendments to these attacks and use them to the schoolroom while besides improvizing depending on the state of affairs. On the contrary, while sing these different schemes in covering with the managing of a category, one must maintain in head that as future educators we must travel off from the thought that schoolroom direction is made up of a set of prescriptions to be applied when faced with a behavioural job. This is so since the behaviour and reactions of the pupils will be the consequence to how good the instructor manages to supply the pupils with the right ambiance and appropriate undertakings in order to actuate and prosecute the pupils in larning. Most of the misbehaviour that take topographic point in schoolroom is due to the instructor ‘s mistake in non taking into consideration some of import issues in sing peculiar single pupils ; being the kid ‘s abilities, involvements, or any other facet which is of import to cognize about the kid and to take into consideration. For this ground, an effectual director of the schoolroom must turn to a figure of issues which would assist in fostering good direction accomplishments. MacDonald & A ; Healy ( 1999 ) province that effectual schoolroom direction depends on three chief factors which the instructor should hold complete control of, these are: committedness in supplying a meaningful acquisition experience to the pupils, perceptual sensitiveness in acknowledging what the appropriate schoolroom clime is and seting it if the demand arises, and in cognizing different schoolroom behavioral schemes which can be used flexibly in category depending on the demand. Most of the clip the instructor ‘s attack to instruction and schoolroom direction is really much related to the instructor ‘s ain experience of schooling in seeking non to reiterate the negative experiences s/he went through in the past and in edifice on what the instructor considers to be the best for the kids. Looking back at my ain school experience there were some instructors who made a positive impact on my learning experience but there were those who truly made me detest traveling to school. This negative experience was due to the instructors ‘ deficiency of good direction accomplishments, particularly the primary instructors. After so many old ages I still retrieve the incorrect direction schemes they used in category and all the unjust penalties which such direction entails. Therefore as a hereafter primary instructor I do n't desire to reiterate any of the errors my instructors made with me, but alternatively I want to construct up on all the positive I â⠂¬Ëœve experienced so the I make my pupils ‘ larning a meaningful and interesting experience. One, which they will retrieve but in a positive manner. From my ain experience in learning primary school pupils although it was a short experience I still feel that I ‘ve learned a batch about schoolroom direction and I ‘m certain that in the hereafter I will go on to develop in order to ask all those accomplishments in order to go a good schoolroom director. During my last twelvemonth ‘s instruction pattern I did came across a twosome of jobs which influenced my schoolroom direction. This is so since I had some pupils who were ever misconducting in the category and no affair how much I tried no scheme seemed to work out. Then by passing clip with these pupils in order to acquire to cognize them better I ‘ve realized what the job was and so worked difficult in order to get the better of it. They did n't swear me because for them I was n't ‘their ‘ instructor since I was merely ‘a ‘ instructor who comes into their schoolroom to learn them something. I was in fact surprised when one six twelvemonth old pupil told that â€Å" I do n't desire to be your friend because when you are gone so I will lose you! † For this ground, I worked hard in winning their trust and besides promised them that I will go on to see them even after learning pattern. I needed to demo them that I cared for them and that I wanted them to larn. Furthermore, I encountered a figure of other jobs which affected my direction of the category, for illustration in being able to accommodate my activities to all the different abilities that there were in the category since I had really bright pupils in category every bit good as others who find troubles even in composing their name. At times it was like an impossible state of affairs to get by with since some pupils managed to understand a new construct in no clip at all while others need a batch of repeat and illustrations. During category work the bright pupils ever used to complete much before the others and it is at this point where they start misconducting. In order to work out this job I looked up in a batch of books and articles and tried even a batch of schemes in category until I ‘ve managed to accommodate one to my state of affairs. Now I admit that books and researches helped me a batch but I do experience that I ‘ve learned much more from the concrete experience because it helped me seting into pattern what I ‘ve been reading and besides made me recognize that no one attack wholly works in the category, therefore one needs to follow and alter depending on the peculiar state of affairs. It is of import that the novitiate teacher develop an penetration of the schoolroom as a topographic point of professional pattern. From the work of Doyle ( 1986 ) on schoolroom direction, he identifies six belongingss which make the schoolroom a acquisition environment. These being ; the issues of multidimensionality and simultaneousness of the schoolroom where the instructor has to cover with different state of affairss together and at the same clip, for illustration in covering with all the different pupils ‘ demands present in one category. The issues of immediateness and capriciousness follow since the instructor has to move rapidly to unanticipated breaks. Another issue pointed out is the issue of publicness of the schoolroom where every action which happens in the schoolroom is of a public nature, for illustration in praising a pupil in forepart of all other pupils makes it a public action. Finally the last issue trades with the history in category since everything which happens in category all signifiers portion of the history of the schoolroom where both the life of the pupils and the instructor ‘s experience as a practician takes topographic point. The consciousness of these six belongingss creates sensitiveness in making a acquisition environment which matches the instructor ‘s instruction. Effective schoolroom direction is an indispensable characteristic which should be adopted in today ‘s schoolroom because it determines how much the kids are engaged in the acquisition procedure. The more the instructor manages the schoolroom the more the pupils are bound to larn. This is so since schoolroom direction keeps the pupils focused and engaged in the acquisition activity and therefore they are to accomplish much more academically. Furthermore, we must non see the direction of a category as something unreal because this direction in its ain right must be portion of the mundane modus operandi which implies that it must come out of the nature of the activity the kids would be working on. This direction is non merely about subject but it is a manner in which the instructor helps the pupils to concentrate and acquire themselves involved in the acquisition activity. Therefore, subject is non what governs the direction of the category since supplying the pupils with the righ t atmosphere, appropriate undertakings which match their abilities and in following processs should assist a batch in the direction of the category. Nowadays, we have moved off from the thought that silence in a category is ever positive and in believing that a soundless category is a bright hard-working category, alternatively we all know good that a noisy schoolroom may so demo that the pupils are actively involved in an activity, every bit long as, the category and the noise are kept under control by their instructor in cognizing what each and every pupil is making. During my forthcoming instruction pattern I will seek to use multiple acquisition manners in the schoolroom while besides supplying moderate challenges in order to accommodate every pupil ‘s learning manner and ability. I will besides seek to utilize group work sagely in avoiding unvarying grouping where some pupil will hold to fight. During group work I will besides delegate single work to each member of the group so that everyone can take part and lend within the group. I will besides assist them in pull offing struggles within the group and assisting them to pull off their clip efficaciously while besides learning them how to lend to the success of the group. I will besides assist the pupils in accomplishing their full potency since as Samuel J. Meisels provinces: â€Å" The highest interest of all is our ability to assist kids recognize their full potency. † I will besides learn them the accomplishments needed for success which will assist them in their present and f uture larning such as note pickings, sum uping, research schemes, and coaction in the schoolroom. I will get down my lessons by giving clear lesson aims and instructions while besides giving them an chance to review their ain work by happening their strongest and weakest points. I will besides seek to do usage of several appraisal techniques since non all pupils learn in the same manner and so they should besides be assessed otherwise. I will besides detect and acquire feedback from the pupils in order to cognize what they already know so that I can get down my lessons by mentioning to their anterior cognition and traveling bit by bit into the unknown. I will besides do it a point to stop my lessons by inquiring inquiries, such as â€Å" Mention at least one new point that you have learned today † so that I get feedback from the pupils. I besides want to learn the kids to measure their ain acquisition in order to transfuse in my pupils the assurance in going independent compe tent scholars. It is of import to inquire the pupils strategically appropriate inquiries that trigger their wonder since kids ‘s natural wonder makes them inquire a batch of inquiries. I will throw those inquiries back at them, for illustration ; while making presentations, I will get down with inquiries like, â€Å" Why did I make that? † or â€Å" If I were to make something else, what would go on? † It is of import to let the pupils to larn from each other and to portion their thoughts with one another. If one pupil has a inquiry, I will seek to go through it off to another pupil if I think that the pupil knows the reply. Finally, but most significantly I will seek non to reiterate all the negative experiences I ‘ve experienced in my yesteryear this is so since today we all know that the ground why many grownups retain a strong antipathy for any signifier of instruction is because of the detering experiences they had in their early school old ages.

The Sixties Cultural and Counter Cultural Movement Essay

The Sixties Cultural and Counter Cultural Movement - Essay Example The term was popularized by Theodore Roszak in his book The Making of a Counter Culture (published, in 1969), and remains with us today. Roszak was himself much influenced by Alan Watts, the Anglican priest with a deep interest in Asian thought and culture. Watts was hugely influential in the religious face of the 60s counter-culture. He Watts taught at the School of Asian Studies in San Francisco and was fascinated with Hinduism and especially Buddhism; and his many books, such as The Way of Zen (1957) and Psychotherapy East and West (1961), were widely available and read. Hehad been drawn to the Beat movement, which defiantly rejected organized religion as practiced in America at that time, and their appropriation of Asian thought is clearly seen in Jack Kerouac's autobiography, The Dharma Bums, dharma being a Hindu and Buddhist term for 'the teaching of right living.' Gary Snyder and Alan Ginsberg were other beat poets who came to California in the late fifties and became involved in Zen Buddhism as a result of Watt's teaching. The San Francisco's Zen Center was established in 1959 largely as a result of the influ ence of Watts' and a Japanese Buddhist scholar, Daisetz Suzuki, whose son later became the spiritual inspiration behind the growth of the center and the Zen community in the States. Watts used the term "cosmic consciousness" in his 1962 book, The Joyous Cosmology, to describe the high states of consciousness which a person can achieve with meditation and other spiritual practices. The term was eagerly taken up, but there is nothing new under the sun, and in this case, as Camille Paglia (2003) points out, Watts was simply recycling a term used by Richard Bucke in 1901, when he compared Asian and Western religious teachings by various leaders, including Buddha, Jesus, William Blake, and Walt Whitman, all of whom Bucke thought had attained spiritual enlightenment. The overlay of Eastern religions, Hinduism, and Buddhism, was accompanied by a deep and new interest in the beliefs and practices of the Native American religions. It was as if at least some of youth of western civilization had suddenly awakened from the dream of White supremacy. The University of California became the first in the nation to offer serious studies into the traditions of those that had been so brutally repressed over the previous century. The huge antiwar protests of 1967-1974 were always accompanied by huge masks, music and painted demonstrators reflecting the curious mixture revolutionary politics, ecstatic spiritual practices and free sex made possible by the newly developed contraceptive pill. The 60s counterculture was committed to political change, and to a truth about life outside religious and social institutions. The political movements of that era, of which the Vietnam War protests were only a part, had their roots in THE great liberation movement of the 60s, the civil rights movement, which was sparked by the Supreme Court's 1954 decision to declare segregation in public schools unconstitutional. The fact that ordained ministers like Martin Luther King,

The 5 most important ideas of politics and US government Essay

The 5 most important ideas of politics and US government - Essay Example An individual has the innate tendency to resist all that obstruct one’s liberty. The connotation of liberty is so vast that it defies definition. Each one sees a new horizon of liberty. For the American people the concept of liberty is supreme as it stands to protect the essential dignity of an individual. Dr. Rabindranath Tagore, the Nobel Prize winning poet, describes the concept of liberty in his beautiful poem â€Å"Where the Mind is Without Fear.† He writes, â€Å" Where the mind is without fear and the head is held high, where knowledge is free, where the world has not been broken up into fragments by narrow domestic walls, where words come out from the depth of truth, where tireless striving stretches its arms towards perfection, where the clear stream of reason has not lost its way, into the dreary desert sand of dead habit, where the mind is led forward by thee into ever-widening thought and action, into that heaven of freedom, my Father, let my country awake. † (Tagore, n. p.) This is fantastic explanation about the concept of liberty. In the context of American history, the concept of liberty has undergone many changes as per the demands of time. Each advocate of liberty takes a different line of argument as to its potency and desires to outsmart the previous definitions. Ernest Hemingway in his Autobiography writes â€Å"[†¦.] the loss of liberty anywhere in the world is a threat to liberty everywhere† (Hemingway†¦).... They are born in poverty. Live in poverty and just walk up to the grave in poverty. The African-Americans(slaves) survived only because they had a chance to work(just one aspect of liberty) though on a meager or no salary. Schumacher, E.F in his book â€Å"Small is Beautiful† writesâ€Å"[†¦]the chances to work is the greatest of all needs, and even poorly paid and relatively unproductive work is better than idleness†( 161).This was the position when the practice of slavery was legal in America. After the abolition of slavery, when African-Americans took to education, they began to comprehend the meaning of liberty. Prior to that, in the land of tyranny how could the African American think of equality? Isaiah Berlin in his book â€Å"Liberty: Incorporating Four Essays on Liberty† writes â€Å"It is interesting, but perhaps irrelevant, historical question at what date, and in what circumstances, the notion of individual liberty in this sense first became exp licit in the West†(p.32, 33).Liberty does not mean people should do what they want to do, but they should do what they are expected to do. Liberty is an individual prerogative subject to the liberty (rights) of others. It is a carefully balanced walk and not a carefree race. It is to act with caution, always minding the fact that rights go with duties and responsibilities. Limited Governance The source of the power for the government is the willingness of the people to make and unmake it. The people cannot dethrone the government in power at will, and yet the people of America are supreme and the government itself is limited to the power given to it by them. The Government of

Segmenation and customer profiling and wallet share Essay

Segmenation and customer profiling and wallet share - Essay Example Customer profiling and analytics is an advanced database management system with works with customer segmentation and data mining applications. With customer profiling tools, customer information such as who are they, places where they reside and work, distance travelled to purchase products, their differences by products and regions and so on (Bhalla, 2009). With this information, it is possible to identify areas where customers are in higher intensity, understand viability of the locations and then develop campaigns that focus on the target customers (Drupal CRM, 2011). Wallet share measures the end result of the CRM implementation. It refers to the percentage or share that the customer spends on purchasing a particular product. It can also refer to the amount of revenue that a firm generates from a specific customer segment. In effect, the wallet share shows if the amount spent on maintaining customer relations and on advertisements are effective enough to make the customer buy the organizations products. In the case, the CRM system tracks the billing to the customer segment and after hundreds of transactions are tracked, a decision is taken about the share of wallet. Wallet share information can then be used in changing the marketing plan, in targeting the proper customer segment and so on (Croteau, 2009). These systems are used in modern database marketing and in

Ebay Research Paper Example | Topics and Well Written Essays - 2000 words

Ebay - Research Paper Example The sellers have the choice of accepting bids for their products. They can also use the Buy It Now option that provides the buyers with the opportunity to buy the product at a fixed price right away. Bidding in the online auction system starts at a price established by the seller and remains on the eBay for some days so that the buyers can place their bids. At the end of the listing, the buyer who has the maximum number of bids wins. On the other hand, when the Buy It Now option is used, the first buyer who is volunteering to pay the price established by the seller receives the item. The online auction website was established in the year 1995 as the AuctionWeb. Pierre Omidyar, an Iranian computer programmer born in France founded AuctionWeb on 3 September 1995 in San Jose, California (â€Å"The history of†). The first employee was recruited by eBay in the year 1996. eBay entered its first deal of third-party licensing in November 1996 with Electronic Travel Auction. It made use of the SmartMarket Technology to sell travel products and tickets of planes. In January 1997, over 2000000 auctions were hosted by eBay in comparison to 250000 that were hosted during the year 1996. In September 1997, the company’s name was officially changed from AuctionWeb to eBay after it received $6.7m from Benchmark Capital. â€Å"To save money, Omidyar linked the new Web site with an existing site he had created for his consulting and technology business, Echo Bay Technology Group. The Web address for that business was ebay.com† (Gitlin). The number of eBay†™s employees increased to 20 by March 1998 along with a population of half a million users. Its revenues in the US reached $4.7m (â€Å"The history of†). In 21 September 1998, eBay went floated over the stock exchange that resulted in the making of the founders of the company, billionaires. On the very first day of trading, the price of target shares of eBay increased from $18 to $53.50. eBay

Designing marketing campaign for ExxonMobil Qatar Coursework

Designing marketing campaign for ExxonMobil Qatar - Coursework Example The main target groups of the marketing strategies are the customers, the shareholders, business partners and host governments. Some of the marketing strategies employed here include advertising that is done through print media, car stickers, TV commercials as well as internet based advertisements. The TV commercials serve to complement the print media such as magazines, newspapers, and business journals. The adverts have the company profile and the financial programming. They are run on the Arabic networks such as JSC and MBC.The Company has also been able to organize sports as a way to make it known for the products as well as the services it offers in the market. Some of the sports have included the organization of tennis, hockey and golf tournaments that are usually based in Doha ("ExxonMobil Qatar Inc," n.d.). The events are organized by the Qatar Olympic committee that oversees the participation. The company has also been supporting science and technology in the schools by recruiting some of the best University students in Qatar into the company making it well known all over the region. The company has also been able to embrace technology and has now been able to market its products through the internet marketing strategies through their websites as well as social networking sites such as twitter, Face book among others ("ExxonMobil Qatar Inc," n.d.). The company has also been engaging in activities that are in tandem with corporate social responsibility they have been able to promote safety awareness in the region through what they call the pink t-shirt campaign. Through this the company supports relief services all over the world. The business women an award that acknowledges successful women is also some form of marketing Campaign. Through the marketing campaigns the company has been able to reach its customers in the region. Requests for partnerships have also been on the rise, since the inception of various marketing strategies. Most

Hillside School New Payment and Billing System Case Study

Hillside School New Payment and Billing System - Case Study Example From this discussion it is clear that the vice principal will certainly have enough space to carry out some more administrative responsibilities. The second benefit associated with this simplified system is that the heaviness of responsibility that the vice principal had to bear every school season are going to be reduced. Unlike it happened before, the vice principal can breath a sign of relieve from tedious work now. She is now sure to channel most of her time and effort into ensuring academic excellence in the school. Considering the fact that Hillside School is still a school with a lot of very young boys and girls, the vice principal’s duty can also be channeled towards ensuring high morals and discipline in the school. This study highlights that the decision table is purposely to look into the discounts available to parents. Generally, there are discounts in place to serve as motivation for parents who show some level of commitment to the school. The discounts are in two major forms and shall be discussed in detail when designing the decision table. Motivation to customers; in this case parents of students has been described as highly important in several ways. In the view of Cherry, â€Å"motivation is defined as the process that initiates, guides and maintains goal-oriented behaviors.† By and large, motivation is needed as reinforcement to spark up a strong urge or desire in getting people put up certain behavior. In a school such as Hillside School which is a relatively new school, motivation in the form of discount to parents is therefore a step in the right direction. Not withstanding the importance of motivation discussed above, it is important that decisions on motivation be run efficiently. It is important that the school has a common system that ensures that there is a level playing field for all parents to benefit from the program.

Cirque Du Soleil Assignment Essay Example for Free

Cirque Du Soleil Assignment Essay 1. What are Cirque’s product and strategy? The cirque product is a circ show without animals, the main features of this show are: clowns, acrobats and gymnasts. The difference between Cirque du soleil and other circs is that the first one tries to make the show unforgettable by adding music specially composed for each show and also an elaborated â€Å"attrezzo† (lights and scenario). The Strategy that Cirque used is a blue ocean strategy, this strategy consist in creating a new industry from an existing one, so they reinvented the circus so we can say that they create a new industry. 2. How has Cirque structured and supported its casts to deliver superior performance? The Cirque tried to support each member of the cast when talking about habits and culture of each member. They tried to make it easier to each member to be in the road in every tour. Also, the management tries to give what artist asks, for example in the case there is a clown that explains that the clown section wanted a specific professor and the cirque hired him to teach the section of the clowns. With children they try to be as careful as possible, and they try to make a good environment to them. 3. What is the role of marketing? Since the Cirque du soleil is defined as a â€Å"luxury good†, definition that the same company states, the marketing role here is to sustain this category. What marketing has to do is to follow the same strategy that has followed in the entire Cirque’s history, promote the Cirque as a unique and astonishing show and make customers show fans. The marketing strategy objective should be that each customer that goes to see a Cirque du Soleil show return to the next show every three years, even if the ticket is expensive. 4. Regarding innovation and creativity, what are the important ideas that emerge from this case? Name them and develop them. We can say that Cirque du Soleil has been innovative and that its creativity has no limits, since every new show is different than the one before. Each customer can go several times in his or her life to see Cirque’s shows and it will find different things in every new one. So we can say that Cirque du soleil has creativity and innovation. 5. What are the challenges to Cirque’s continued growth and/or diversification? The challenges are to diversify in other types of products, also that the industry is turning more a business than an artistic industry and the owners do not want this to happen. Another challenge is that competition in this market is growing, and this means that Cirque du Soleil needs to be more creative than ever in order to maintain its customers.

Polycyclic Aromatic Hydrocarbons (PAHs)

Polycyclic Aromatic Hydrocarbons (PAHs) Introduction Polycyclic aromatic hydrocarbons (PAHs) are made of two or more fused aromatic rings, where PAHs with two or three rings have low molecular weight and acute toxicity whereas PAHs with high molecular weight (4 or more rings) have shown high carcinogenic potential. These compounds are often products of incomplete combustion reactions where there is a lack of oxygen, there are two types of PAH; natural and anthropogenic which can be found in many different kinds of samples . However, the ratio of natural processes to anthropogenic processes is very low. PAHs can form due to a variety of anthropogenic sources the main one is believed to be atmospheric decomposition, other sources include thermal combustion processes, vehicular emissions and biomass burning [3]. PAHs caused from incomplete combustion reactions reach the sea via the atmosphere and rivers . Due to the causes listed above the United States Environmental Protection Agency (EPA) and other agencies formed regulations for the detection and monitoring of PAHs in the human environment, with new analytical methods being produced with better sensitivity and selectivity . Overall the EPA has selected sixteen PAHs as priority pollutants [4]. To verify different PAHs in seawater is difficult as the overall solubility of PAHs in water is low, and continues to decrease as molecular weight increases, the low solubility in turn effects the hydrophobic nature (between 3 and 8) and therefore the concentration of PAHs dissolved in seawater is very low . There are a variety of methods used to analyse the PAHs in seawater and other types of water. High Performance Liquid Chromatography (HPLC) is the most widely used analytical technique in analysing PAHs in seawater samples; in this document HPLC will be discussed along with other analytical methods such as Gas Chromatograph-Mass Spectrometer (GC-MS). This document focuses on data and results from the following papers: â€Å"Determination of polycyclic aromatic hydrocarbons in seawater by high-performance liquid chromatography with fluorescence detection following micelle-mediated preconcentration† V. Pino et al. â€Å"Polycyclic Aromatic Hydrocarbons in Water and Sediment of the Baltic Sea† â€Å"GC-MS Analysis of Total Petroleum Hydrocarbons and Polycyclic Aromatic Hydrocarbons in Seawater Samples after the North CapeOil Spill† Christopher M. Reddy and James G. Quinn Each paper will be individually introduced and the sample preparation, analytical method and any results significant to the separation will be discussed. The methods will then be compared, giving the advantages and disadvantages of each technique. â€Å"Determination of polycyclic aromatic hydrocarbons in seawater by high-performance liquid chromatography with fluorescence detection following micelle-mediated preconcentration† V. Pino et al. This paper looked at how non-ionic surfactant polyoxyethylene-10-lauryl ether (POLE) can be used for extraction of PAHs in seawater and compared cloud-point extraction (CPE)-HPLC and liquid-liquid extraction (LLE)-GC-MS. Sample Preparation The sample was prepared by shaking fuel-oil with natural seawater for one hour, and then allowed to settle and age overnight, until phase separation. The aqueous layer was removed and mixed with POLE until a final solution of 1% (w/v) was reached in the surfactant. Following this 3.0 ml of aliquots in the presence of the 1% surfactant solution dissolved in artificial seawater were administered to CPE. In order to test the reliability of the method used for preconcentration and separation of PAHs, the PAHs were analysed from spiked and un-spiked seawater samples. The method was evaluated by using LLE and GC-MS, overall determination was processed using the mass values which related to the molecular ions of the different PAHs . Analysis Once the two phases had been separated, 25 ÃŽ ¼l of the surfactant-rich phase was injected into the system. The HPLC method used in this instance to determine and separate the PAHs consisted of gradient elution with a fluorescence detector. The mobile phase was a mixture of acetonitrile and water with a linear gradient from 55 to 100% acetonitrile for 30 minutes and 100% acetonitrile for 10 minutes. The column used for the analysis was a reversed phase C18 column (Table 1) with a ÃŽ ¼Bondapak C18 guard column. Table 1: Vydac 201TP54 Reversed Phase C18Column Column length x internal diameter / mm 250 x 4.6 Particle size / ÃŽ ¼m 5 Pore size / Ã… 300 A flow rate of 1 ml / minute was used to elute the compounds. Results Each PAH gave an acceptable retention time with a relative standard deviation between 0.64 and 0.83%. The seawater contaminated with fuel-oil were analysed by both CPE-HPLC and LLE-GC-MS (Table 3). As can be seen the PAHs with fewer aromatic rings have similar results with both techniques where as the PAHs with more aromatic rings are different this could be due to the lower sensitivity in GC-MS. â€Å"Polycyclic Aromatic Hydrocarbons in Water and Sediment of the Baltic Sea† G.Witt During the years 1992 to 1994, 15 PAHs were analysed in seawater from the Baltic Sea during the different seasons. The method used is based on HPLC with fluorescence detection. Sample Preparation 156 seawater samples were collected from various depths, surface water (2-15m), bottom water (below the halocline) and surface micro layer (0-0.2 cm). The PAHs from the samples were separated and extracted via a HPLC column; three fractions were obtained using 9 ml pentane, 9 ml pentane/10% dichloromethane and 9 ml acetone as the eluents. The PAHs were contained into the second fraction and was evaporated down to 500 ÃŽ ¼l. Analysis The HPLC column used to separate the sample in to fractions was a MERCK LiChrospher Si 100-5 (Table 4) Table 4: MERCK LiChrospher Si 100-5 Column length x internal diameter / mm 250 x 4 Particle size / ÃŽ ¼l 5 Pore diameter / Ã… 60 Matrix Silica gel The column used in the analysis of the PAHs was a GROM PAH using gradient elution (Table 5). Table 5: GROM PAH Column length x internal diameter / mm 250 x 4 Eluents A) Water B) CAN Flow rate / ml min-1 1 Temperature /  °C 20 A fluorescence detector was used, along with a wavelength programme for optimal detection of all PAHs (Table 6). From the 16 PAHs listed as priority pollutants, acenaphthylene was the only one not detected as it does not show fluorescence activity. Results It was seen that there were a greater amount of lower molecular weight PAHs varying in concentration from 1 to 4.5 ng/L-1 in relation to higher molecular weight PAHs which remained below ng/L-1. The concentration of PAHs in different seasons was also compared, it was seen that autumn had the highest concentration this maybe because of low microbial degradation and photo-oxidation during the season; and summer had the lowest. During the winter months, the temperature of seawater is low which inhibits the microbial degradation of the PAHs. In spring the plankton are in abundance and thus cause a large amount of loose matter to be produced which may transfer the PAHs to the sea floor. This was mostly true for two/three ring PAHs, four to six rings however have a higher persistence to microbial degradation. The amount of PAHs in the surface micro layer was 2-13 times higher than that of the water below; this can be due to the atmospheric input . â€Å"GC-MS Analysis of Total Petroleum Hydrocarbons and Polycyclic Aromatic Hydrocarbons in Seawater Samples after the North CapeOil Spill† Christopher M. Reddy and James G. Quinn [6] GC-MS was used to measure PAHs in seawater samples after the North Cape oil spill. Sample Preparation The samples were spiked with internal standards which consisted of the following: 10 to 25 ÃŽ ¼g docosane and 2 ÃŽ ¼g each of naphthalene-d8, biphenyl-d10, acenaphthene-d10, anthracene-d10 and perylene-d12. After the samples were spiked they were shaken and extracted once with 100 ml methylene chloride and twice more with 100 ml of hexane. The organic extracts were then combined and rotary-evaporated to 1 ml while being solvent-exchanged into hexane. Following this the hexane extract was chromatographed and the first fraction (obtained by eluting with 20 ml of a 70/30 mixture of hexane/methylene chloride) containing the aromatic hydrocarbons was rotary-evaporated to a small volume (100 ÃŽ ¼l) and spiked with an external recovery standard (1.2 ÃŽ ¼g o-terphenyl in isooctane), and injected into the GC-MS detector. Analysis The PAHs were first extracted with methylene chloride and hexane and then fractionated via HPLC using silica gel. The analysis was done using a Hewlett-Packard 5890 Series II GC with a Hewlett-Packard 5971 mass selective detector. After the sample was injected, the compounds were separated using a 30m JW Scientific DB-XLB fused silica-capillary column (Table 7). Table 7:JW Scientific DB-XLB fused silica-capillary column Column length x internal diameter / mm 30,000 x 0.25 Film thickness / ÃŽ ¼m 0.25 Temperature limit /  °C 340-360 According to the website [7] this column has low polarity and is excellent for PAHs. The oven was set at 70 °C for 1.5 minutes, then ramped to 320 °C at 10 °C per minute, and then held for a further 10 minutes. The detector was run in selected-ion monitoring (SIM) mode for ions that have an m/z of 50 to 550, PAHs usually range between 128 and 234 m/z. Results A total of 54 seawater samples were collected and analysed were collected between day 4 and day 132 after the North Cape oil spill, results from a week after the oil spill showed that there were high concentration of PAHs, with the total sum coming too 115 ÃŽ ¼g L-1, these are some of the highest values for a marine oil spill. The relative percentage deviations for duplicate samples for total PAHs came to The use of other GC detectors such as GC flame ionisation detector which is widely used may not be suitable for the detection of PAHs as often lower limits of detection are needed, which is why GC-MS would be used. Comparison of analytical methods The most popular technique for the separation and determination of PAHs is HPLC however; a disadvantage of this is that gradient elution must be used opposed to isocratic elution due to the samples complexity. Other factors include that HPLC is expensive, and that it requires large amounts of solvent especially when gradient elution is used. The paper by V. Pino et al. and the paper by G. Witt both used HPLC reversed phase column with a fluorescence detector, however Pino et al. used a surfactant with a low retention time (POLE) which allowed for the determination of PAHs which were more polar. In Figure 2 the compounds eluted between ~7 and 40 minutes using the above method; whereas the method used by Witt produced a chromatogram (Figure 3) which shows the products eluted between ~7 and 23 minutes. The difference in retention times shows that the method used by Witt was more useful. However, the samples of seawater used for analysis by each paper were from different sources, Pino et al. does not state where the seawater samples were taken, while Witt took the sample from the Baltic Sea. Pino et al. only extracted 14 PAHs but Witt extracted all 16 PAHs listed by the EPA. From the data listed in Tables 2 and 6 it can be seen that there are comparable results such as Phenanthrene which eluted in 13.9 minutes for Pino et al. and 12.2 minutes for Witt, the emission wavelengths measured were identical at 370 nm and that the excitation wavelength only differed by 2 nm between Pino (248 nm) and Witt (246 nm). Overall, the HPLC methods used by both papers shows that it is a reliable method for determining PAHs in seawater, a fluorescence detector was used as the filters select the excitation and emission wavelengths and it reduces the complexity of the chromatogram which provides orthogonal information. Even though HPLC seems the most popular technique GC-MS is being used to analyse the PAHs after they have been separated by HPLC. This change could be because GC is faster than HPLC and that with a mass spectrometer (MS) detector it is possible to combine detection, quantification and identification. GC-MS is especially good for complex mixtures such as seawater where several analytes have similar retention times.

Discuss The Importance Of Service User Participation Social Work Essay

Discuss The Importance Of Service User Participation Social Work Essay Traditionally, people experiencing mental health problems were removed from society and placed in asylums across the country, indefinitely (Thornicroft and Tansella, 2002, pp. 84-90). Patients within the mental health system were expected to take a compliant role in the management of their care and leave the decision making to the professionals. In todays society that is not the case. In this assignment the writer will begin by exploring the publication Vision for Change while discussing the main theme of this publication which is the importance of service user involvement and the importance of empowering the service user in the mental health system of Ireland (Ireland, Dept of Health Children, 2006). To empower the service user requires the control of power to be transferred from the professionals to the now known Service User. The writer will discuss the effect of this change and the importance of this change within the mental health system. The Mental Health Act 2001 requested th e closure of many asylums and the move towards a community based model of care. The deinstitutionalisation of many patients and relocation back into the community required changes in the way the psychiatric nurse and service user operate. Evidence has shown the importance of service users participation in research, education and in practice through out the mental health care system. The writer in this assignment will discuss the importance of service user participation in the delivery of psychiatric nursing care, focusing on the nursing assessment using a holistic approach. Finally, the writer will discuss the importance of service user participation in the remaining stages of the nursing process; the nursing diagnosis, outcomes, planning, implementation and evaluation while exploring the need for a therapeutic relationship between service user and psychiatric nurse to complete the nursing process successfully. With people experiencing mental health difficulties, who now reside in the community, it is vital that service users become involved in the development and delivery of mental health services, such as self-help services, drop-in centres, and in providing assistance with activities of daily living. The aim of this is to sensitise society to the need of integrating people with mental health difficulties back into community life. As quoted in a Vision for Change; Service users must be at the centre of decision making at an individual level in terms of the services available to them, through to the strategic development of local services and national policy. To use a slogan of the disability rights movement: nothing about us, without us. To reduce the stigma attached to people with mental health difficulties the term patient was changed to service user, as most of the care they receive is provided in the community. The Mental Health Act, 2001 suggests the term patient is used to describe someone who is involuntarily admitted. Patient does not therefore refer to all individuals in an approved centre. In the Vision for Change it states that the correct way to describe someone with a mental health illness was to see the person before the illness, for example someone with anorexia nervosa was not to be described as an anorexic rather than as a person with anorexia nervosa. Stereotyping in mental health is as damaging as any other stereotype (Ireland, Dept of Health Children, 2006). People, who experience mental health difficulties, can be the experts through their own experience (Bee et al, 2008, pp. 442-447). Psychiatric nurses remain the largest staff group involved in the provision of mental health care, (Bee et al, 2008, pp. 442-447). Therefore, to ensure the mental health care service abides by legislation, it is vital for psychiatric nurses to re-evaluate their role to ensure priority is given to including the service user. An Bord Altranais recommend that a holistic approach is adopted and it is listed as one of the requirements in nurse registration education programmes (An Bord Altranais, 2005). It is fundamental that the service user participates in the nursing assessment especially where the holistic model of assessment is used. The biopsychosocial model uses a holistic view, addressing the biological, psychological and social factors contributing to a persons mental health problems. According to Boyd (2004, p.190) it proposes a person-centred treatment approach which addresses each of these elements through an integrated care plan agreed with service users and their carers and involves participation of the service user throughout the assessment. This assessment requires the service user to answer a series of questions, some being of intimate nature about themselves. This enables the assessor to obtain relevant information required in making a nursing diagnosis. To ensure accurate nursing diagnosis it is critical that the services user listens carefully to the questions asked and is completely honest when answering the questions. This process also requires the service user to be patient while the assessor records the data received. However, it is important to remember that an initial assessment can occur when a service user is first admitted into psychiatric care. According to Boyd (2004, p.194) the assessor must have empathy and an understanding of how difficult it is for a person to discuss intimate details of ones lifes to a complete stranger, even if it is in the persons best interest. Although the nursing assessment is the starting point of the nursing process, the writer feels that service users participation remains of equal importance throughout the nursing process. The freedom of information act 1997 requires that all services users can request access to any information stored about them. While, it is now a legal requirement for service users to be involved at all stages of the nursing process, the writer suggests that it is imperative that the service user is informed of the nursing diagnosis. This will empower the service user, by encouraging the service user to find relevant information regarding their diagnosis which can assist in them becoming experts of their own mental illness. Following the diagnosis it is required by law that the psychiatric nurses discuss all details of the outcome with the service user. The psychiatric nurse needs to ensure that the service users values and beliefs are priority when planning the outcome. If any treatment is deemed necessary for the road to recovery, then it is compulsory that the service user is capable of understanding the effects of the treatment proposed, this requirement is stated Under the Mental Health Act, 2001: the service user must be capable of understanding the nature, purpose and likely effects of the proposed treatment and the consultant psychiatrist has given the patient adequate information in a form and language that the patient can understand, on the nature, purpose and likely effects of the proposed treatments (Section 56). Factors for consideration include the capacity to comprehend and decide, risks involved, patients wishes to be informed, the nature of the procedure and the effects of information on the service user. The service user must be informed of the benefits of taking the medication prescribed, for what duration the medication is to be taken and what side affects may occur when taking the prescribed medication. Forcing an unwilling inpatient to receive medication has been considered an unnecessarily coercive, traumatic, and even punitive assault on a persons privacy. It has been stated that the patients refusal of medication is indicative of a gap between their experience and understanding of the medication and the intention of the prescribing physician. (Kaltiala-Heino et al, pp. 290-295) In todays mental health care system, many service users receive treatment in the community; therefore, it is critical that services users listen to information regarding their prescribed medication while raising any concerns they may have. Planning and the implementation stages of the nursing process are not possible without the involvement of the service user. Communication and agreement between the service user and the psychiatric nurse is necessary. Potential obstacles need to be pointed out, and methods of overcoming these obstacles, discussed. Potential risk areas for the service user needs to be discussed and a therapeutic risk assessment carried out by the psychiatric nurse to ensure the service user is not at risk or danger of harming themselves or others. Awareness of patients perceptions of their impaired quality of life gives psychiatric nurses important information for planning individually tailored interventions (Pitkà ¤nen, A. et al, 2008, pp. 1598-1606). Finally, the evaluation stage evaluates client progress and reviews plans in accordance with evaluated data in consultation with the client. Evidence shows that the evaluation of a services users experience is of vital importance in shaping the future of service users outcomes within the mental health service. It also enables the psychiatric nurse to take the necessary steps required to ensure that the individual service user is satisfied with the service received. The Department of Mental Health, UK stated that the experience of service users, including those from black and minority ethnic groups, is a recognised national marker in the performance of the UK mental health services. In 2006, the UK National Service Framework (NSF) in line with the Mental Health Unit of the Regional Office for Europe carried out a systematic review of empirical service user views and expectations of UK-registered mental health nurses. Feedback from this review was both positive and negative, with servi ce users holding mental health nurses in high regard. However; feedback also reveals that there was a strong need for nurses to be more effective in interpersonal communication and relationship building, whilst spending more time with the service user (Bee et al, 2008, pp. 442-447). Throughout the nursing process it is necessary for a therapeutic relationship to exist between the service user and the psychiatric nurse to. Relationships are central in fostering and maintaining hope (Byrne et al 1994). Psychiatric nurses are required to have a genuine interest in services users, listening in a non judgemental way to what is being said. In a user-led study evidence has shown service users identified the importance of therapeutic relationships and how they inform patient experiences. Communication was highlighted by all participants as necessary. One participant in the survey quoted; As soon as you come they can see that you are angry. Then someone will say, sit down, lets talk about it, make a cup of tea. Failure to establish a therapeutic relationship between the service user and the psychiatric nurse can result in negative patient experiences. Participants identified coercion as the main reason for failure to establish a therapeutic relationship (Gilburt, H. et a l, 2008). Conclusion: The writer in this assignment briefly exposed the treatment of patients within the mental health care prior to the introduction of the Mental Health Act 2001 and the publication of Vision for Change. Then, the writer discussed the major changes within the Mental Health Services as a result of this act and publication. The Mental Health Act 2001, focused on the closure of many asylums and a community based model of care to be adopted, however, both the Mental Health Act and the Vision for Change also focus on the importance of service user involvement and empowering the service user. The writer demonstrates how a new psychiatric and service user role was required to adapt to policy changes within the Mental Health Service and to ensure all parties were adapting to policy requirements that aims at service user involvement at all stages, thus; empowering the service user. The writer reports how the publication Vision for Change also hoped at reducing stigma by aiming to involve services users in developing and delivering mental health services. The writer mentioned the importance of service user involvement in research, education and practice, while focusing on the practice area by exploring the nursing process, starting with the assessment. Evidence is clear that it is not possible for a psychiatric nurse, even with the necessary skills required to proceed with the nursing process without the participation of the service user at all stages. The writer concluded this assignment by exploring evidence which reveals that service users regard a therapeutic relationship and good communication between the service user and the psychiatric nurse of high importance.

Comparing Oceania in 1984 and the USA Essay -- Similarities Difference

Comparing Oceania in 1984 and the USA This paper will discuss the similarities and differences between the Oceanic society of Orwell's Nineteen Eighty-Four and the society of the United States. First I will talk about the similarities and then I will finish off with the differences, all of which will be based on factual information that I have gathered both, from the book and the mainstream media. Then I will finish by coming to a conclusion to an opinion I have and whether the government systems are more similar or different. In order to do so, I had to ask myself some important questions like: Is the telescreen in the book the same as the cameras at work watching us or the satellites the government has in space that can see you move about in your home or record your vehicles license plates? Is this just a mere coincidence or is the story a true telling of what has and is to come in the future? There are things in the book that will not be exactly as something that we have in our country today though it might serve the same purpose and they will be defined through logic and simple explanations. The three most obvious similarities that I will talk about are the classes differences, the slogan ?War is Piece? and the fact that even though with different intensity, both governments have their hands and control in every aspect of society?s life. The three differences that I will write about are the legal systems of the societies, the privacy people have or don?t have and love and emotions between people. The first similarity I would like to discuss is the different classes of people. In the Oceanic society Orwell explained that there were three classes of citizens: the Inner Party members like O?Brien, who had all the power, the Outer Party members like Winston and Julia, who worked for the government in one of the four Ministries and the ?proles? the so-called lower class people who did not actually qualify to belong to the Inner or Outer Party. These people were put on the same level with animals. The similarities that I see in our society are that we also have three different classes of people. We have the Upper Class which are Senators and Generals who can basically do as they please and get what they want, then we have the Middle Class which are people who work for other people or for the government, people who have to work hard to reach near the ... ...e government does not interfere in sex and eroticism between two consenting adults. They also do not interfere in marriage of an adult male and female. Although the United States government refuses to recognize same sex marriages, they do not charge a couple that have a marriage with a partner of the same sex. The United States also promotes families supporting each other and does not get involved in family matters. The United States government would only get involved in these matters if there were crimes committed, such as sex with minors, domestic violence against your husband or wife, marrying more then one partner, or cases of fraud. In conclusion I want to say that there are many more similarities and differences between the two societies. In general I think that our society today does not really resembles the society of Oceania, even though in my opinion I believe that they may someday be equal in techniques and policies. The government and its duty changes every day and I think that they are taking more and more control over people?s lives. This is why we should be careful and take part in the development of our great nation no matter how small the contribution may be.

Night :: essays research papers

Night The Halocaust, a horrible time for the world. Just as any war is. War is the single most destructive thing our world has. It can take the lives of millions of people in just a few seconds.War however may seem bad from the perspective of many people, but it is even worse from the perspective of a single person. A boy for instance, trapped between two opposing forces. Elie for example has lived through this. A boy of only 15, how much he has suffered through. During the course of the book Night it is obvious that Elie lost faith in his god. "For the first time, I felt revolt rise up in me. Why should I bless his name? The Eternal, Lord of the Universe, the All-Poerful and terrible, was silent. what had I to thank him for?" (31). This is Elie's first sign of losing faith. In his mind he wondered how a god, so great and wonderful hasn't helped out his people, But rather let them see how cruel people can be. Elie said this after he had witnessed babies sent to their doom in a pit of fire. How could he not ask his god why he hasn't done anything. A boy of 15 years old should not witness this, nor should anyone witness these acts of hatred. "Never shall I forget those flames which consumed my faith forever." (32) From that moment on, Elie had no reason to believe in God. The flames which Madame Schachter had spoke about on the train. If only they realized it sooner. God, the most important role in human civilization was going to let the slaughter of innocent people go on in his world. Many people lost faith during this time. The sight of someone being beaten infront of you, but knowing that if you help, it'll be even worse for you. Never shall I forget that nocturnal silence which deprived me, for all eternity, of the desire to live. Never shall I forget those moments which murdered my god and my soul and turned my dreams to dust. Never shall I forget these things even if I am condemmed to live as long as God Himself, forever. Never. (32) Something so powerful it could murder a once very religous boy's faith forever. He would never be able to turn back like he once did, to ask God "Why?". God lives

Sony Playstation Being Hacked

On April 27 the world was shocked to find out that the Germans hacked one of the biggest companies in the world. Sony Play station has been around for many of years, they have grown to be a big accomplishment to the world. The Sony Company has television, video games, and online access. The only company I really grew up using was being hacked, and had to shut the whole system down. The gamers aren’t the only ones in trouble from being hacked, but if you bought anything from Sony such as a television, or a game on the internet the hackers may have your credit card number. The reason why this article interested me, because you would never think in a million years that this would happen to a big company that everyone uses. Hackers would have your personal information that you should only know. One thing that stands out the most is that they have to shut down the whole system, so by you having a Playstation 3 your internet is down. That means no Netflix, downloading, or anything right now that has to do with the system. The United States is a big thing on technology, that’s what we rely on to get use through our everyday life. This is a big economical and social problem for the users of Sony. They have hacked more than 77 million user’s information, which mean that by them doing that they have messed up a lot of people trust with the company. The new users wouldn’t trust the company, and probably go to a company that they will feel that their personal information will be in safe hands. The Company will not be making money, because they had to shut the whole system down. That’s mean no buying movies, downloading games, etc, and that where the big money comes from.

The Words

Right after Engineer Oscar Pascua finished his electrical engineering course at FEATI University in 1985, he was hired as an employee of the National Electrification Administration (NEA). He was assigned to handle jobs in the various units of NEA until his promotion to Chief Planning Officer in 1994. His main function was to supervise the planning activities of his unit. Three engineers and two other employees reported directly to him. His performance was rated very satisfactory.Engineer Pascua attended training sessions of various kinds including those for management. He finished his M. B. A. course in 1995. When the position of general manager of the Buena Vista Electric Cooperative, Inc. (BECI) became vacant in January 1996, he was nominated by NEA. He got the post in March 1996. Aware of the many problems basetting the cooperative, he immediately went to work. When Engineer Pascua called the key officers of the cooperative to a meeting, he was apprised of the following: 1.That he price of electricity charged to BECI’S customers is the fifth highest in the country. 2. That 25 percent of the electricity service provided by BECI is lost every month and cannot be accounted for; 3. Requisitions for supplies and materials are served after delays as long as three months. 4. Some employees of the cooperative do not report regularly for work; 5. The increasing amount of uncollected accounts. Three days after the meeting, he recommended to the board of the directors the following: 1.The dismissal from the service of employees not regularly reporting for work; 2. Salary increases of up to 20 percent for every employee on the payroll; 3. The hiring of eight additional employees; and 4. The formation of a team to investigate and recommend measures to minimize â€Å"system loss† All his recommendations were approved by the board, after which Engineer Pascua signed all the necessary memoranda to implement his programs. He made regular inspections of the acti vities of the various units of the cooperative.During the first week of March 1997, he convened the key officers for an evaluation of the past year’s activities. The following points were made clear to him: 1. No reduction in the price of electricity could be extended to BECI’s customer because no reduction in the overall cost of doing business was achieved. 2. Instead of reducing the 25 percent system loss, it even went up to 26 percent. 3. There was no improvement in the requisition of supplies and materials. Delays still reach three months.4.  There is a new set of employees who do not report regularly for work. 5. The amount of uncollected accounts increased from Php3. 8 to Php4. 2 million. Engineer Pascua concluded that in spite of the granting of salary increases requested by the rank and file, no subsequent improvement in services was registered. He is now considering more drastic measures but he is not sure if it is right thing to do. In addition, he is also aware that there are some employees who are qualified and dedicated to their jobs.

An account of the change in power between Kingshaw and Hooper in chapter eight Essay

Throughout the book up till chapter eight we have come across many battles between Hooper and Kingshaw. One of the battles the boys have is one which is who gains the power over the other. So in this chapter I will be analysing every element where either Kingshaw or Hooper wins the power over the other. Hooper is the first to accumulate the power because he makes out that he has a father who dearly loves him and that he would buy anything for him and Kingshaw knows that his mother doesn’t feel the same about him. He also makes himself to be more knowledgeable than Kingshaw because he wins the discussion on the prices of watches can be more than fifty pounds but Kingshaw does not believe a watch can cost more than fifty pounds. The next discussion though Kingshaw wins as he demonstrates his understanding on nature to prove that smoke kills midge bites and it is not the fire that makes the midges depart. Kingshaw wins control as he picks up a long wide stick thinking to hit Hooper but he resists since Hooper said, â€Å"You’d better try and not hit me†, after his eyes had widened after Kingshaw had picked up the stick. This shows that Hooper was frightened of Kingshaw and felt vulnerable other wise he wouldn’t have said such a comment. Hooper though fights back and wins control of the power as he irritates Kingshaw by saying that, â€Å"Has your mother gone after a lot of people† and following on from that comment he says â€Å"That’s why you came here. You didn’t come think it was anything else, did you? She wants to be married to my father. He’s rich†. Kingshaw is furious by the comments Hooper makes and he wishes that he had hit Hooper with the stick he had picked up earlier. Kingshaw can hardly defend the comments and can only come up with a feeble remark of, † Liar, liar, liar. Your father isn’t anything, she doesn’t even like you father. She hates him.† Hooper continues to frustrate Hooper by making many statements about why his mother wants to be married with his father. Hooper is now firmly in control and Kingshaw feels now hatred for his mother and he blames his fathers death for having to move around peoples houses and not having enough money. Kingshaw regains power after Hooper is having nightmares and he is whimpering in his sleep and talking about his mother. Kingshaw try’s to wake Hooper by quietly speaking to Hooper but because Hooper continued to sob, Kingshaw hits Hooper across the face with the palm of his hand, this causes Hooper to awaken though he was oblivious to the fact that he had been hit by Kingshaw. This scenario enables Kingshaw to have control, as Hooper is vulnerable because he is whimpering and he stated his head is hurting. Kingshaw continues to build his power as Hooper later pleads with him not to leave him alone and go away to look for the way out. Hooper is shown as frightened individual. He uses lines such as, â€Å"You’re not to go away and leave me.† To plead with Kingshaw. Later though Kingshaw succumbed all the power he had built up as he says to Hooper, â€Å"I wouldn’t have really hit you†, and also â€Å"look you needn’t worry, Hooper, we’ve both got to stay here till they come for us†. These two lines by Kingshaw let Hooper have all the power and Hooper ends the chapter with the power as he began it.

Bookbinders Book Club Essay

About 50,000 new titles, including new editions, are published in the United States each year, giving rise to a $20+ billion book publishing industry. About 10 percent of the books are sold through mail order. Book retailing in the 1970s was characterized by the growth of chain bookstore operations in concert with the development of shopping malls. Traffic in bookstores in the 1980s was enhanced by the spread of discounting. In the 1990s, the superstore concept of book retailing was responsible for the double-digit growth of the book industry. Generally situated near large shopping centers, superstores maintain large inventories of anywhere from 30,000 to 80,000 titles. Superstores are putting intense competitive pressure on book clubs, mail-order firms and retail outlets. Recently, online superstores, such as www. amazon. com, have emerged, carrying 1–2. 5 million titles and further intensifying the pressure on book clubs and mail-order firms. In response to these pressures, book clubs are starting to look at alternative business models that will make them more responsive to their customers’ preferences. Historically, book clubs offered their readers continuity and negative option programs that were based on an extended contractual relationship between the club and its subscribers. In a continuity program, popular in such genres as children’s books, a reader signs up for an offer of several books for a few dollars each (plus shipping and handling on each book) and agrees to receive Copyright  © 2008 by DecisionPro, Inc. To order copies or request permission to reproduce materials, go to www. decisionpro. biz. No part of this publication may be reproduced, stored in a retrieval system, used in a spreadsheet, or transmitted in any form or by any means – electronic, mechanical, photocopying, recording or otherwise – without the permission of DecisionPro, Inc. a shipment of one or two books each month thereafter. In a negative option program, subscribers get to choose which and how many additional books they will receive, but the default option is that the club’s selection will be delivered to them each month. The club informs them of the monthly selection and they must mark â€Å"no† on their order forms if they do not want to receive it. Some firms are now beginning to offer books on a positive-option basis, but only to selected segments of their customer lists that they deem receptive to specific offers. Book clubs are also beginning to use database marketing techniques to work smarter rather than expand the coverage of their mailings. According to Doubleday president Marcus Willhelm, â€Å"The database is the key to what we are doing†¦. We have to understand what our customers want and be more flexible. I doubt book clubs can survive if they offer the same 16 offers, the same fulfillment to everybody. 2 Doubleday uses modeling techniques to look at more than 80 variables, including geography and the types of books customers purchase, and selects three to five variables that are the most influential predictors. The Bookbinders Book Club The BBB Club was established in 1986 for the purpose of selling specialty books through direct marketing. BBBC is strictly a distributor and does not publish any of the books it sells. In anticipation of using database marketing, BBBC made a strategic decision right from the start to build and maintain a detailed database about its members containing all the relevant information about them. Readers fill out an insert and return it to BBBC which then enters the data into the database. The company currently has a database of 500,000 readers and sends out a mailing about once a month. BBBC is exploring whether to use predictive modeling approaches to improve the efficacy of its direct mail program. For a recent mailing, the company selected 20,000 customers in Pennsylvania, New York and Ohio from its database and included with their regular mailing a specially produced brochure for the book The Art History of Florence. This resulted in a 9. 03 percent response rate (1806 orders) for the purchase of the book. BBBC then developed a database to calibrate a response model to identify the factors that influenced these purchases. For this case analysis, we will use a subset of the database available to BBBC. It consists of data for 400 customers who purchased the book, and 1,200 customers who did not, thereby over-representing the response group. The dependent variable for the analysis is Choice — purchase or no purchase of The Art History of Florence. BBBC also selected several independent variables that it thought might explain the observed choice behavior. Below is a description of the variables used for the analysis: Choice: Whether the customer purchased the The Art History of Florence. 1 corresponds to a purchase and 0 corresponds to a nonpurchase. Gender: 0 = Female and 1 = Male. Amount purchased: Total money spent on BBBC books. Frequency: Total number of purchases in the chosen period (used as a proxy for frequency. ) Last purchase (recency of purchase): Months since last purchase. First purchase: Months since first purchase.